新媒体环境下中国杯帆船赛传播的AISAS模式探析

Research on the AISAS Mode of China Cup International Regatta Communication under the New Media Environment

为促进中国杯帆船赛的传播,从传播学与赛事品牌的角度出发,新媒体环境下中国杯帆船赛传播存在宣传推广力度不够、赛事新闻内容的报道同质化严重、各新媒体平台之间联动性不强和缺少对各新媒体平台账号打理四个问题的分析。借鉴消费者行为分析模式构建中国杯帆船赛传播AISAS模式,以用户为中心,提出对赛事品牌的形象进行包装设计引起用户的注意和兴趣,提高赛事信息服务等让用户进行搜索和购买的行动,最后进行人人分享的赛事传播策略。

To promote the spread of the China Cup International Regatta,from the perspective of communication and the brand of the event,under the new media environment,the promotion of the China Cup International Regatta is insufficient,the news content of the event is seriously homogenized,the linkage between the new media platforms is not strong,and the lack of new media platform account management.This paper proposes to use the consumer behavior analysis model for reference to build the AISAS model of China Cup communication,take the user as the center,package the image of the event brand to attract the attention and interest of users,improve the information service of the event,let users search and buy,and finally carry out the event communication strategy of mass sharing.